电商时代实体商店的转型策略研究--以苏州零售实体店为例.pdf

电商时代实体商店的转型策略研究——以苏州零售实体店为 例 摘要 凭借价格实惠、轻松便捷以及选择丰富的优势，电子商务得到迅猛进展并对实体商店带来冲 击，优 经营策略谋求转型进展是实体商店实现可持续经营的必定选择。本文以博弈论、供求分 析、精准营销等理论为研究基础，探究电商时代实体商店的进展优势，继而提出实体商店要实现转 型进展的具体对策。文章提出大量进展 O2O 模式、构建精细 营销体系以及注重售后服务三大对 策，助力传统零售实体转型进展。 关键词 零售实体店 现状 对策 转型进展 Research on the transformation strategy of the entity store in the era of e-commerce--Take Suzhou retail entity as an example Abstract As one of the electronic commerce and the export-oriented economy developed areas in the Yangtze River Delta city, Suzhou is facing the opportunities and challenges brought Internet plus era. 13th Five- Year during the period of Suzhou will play a regional location, development opportunity and industrial base and other advantages, and comprehensively promote the e-commerce model city and Chinese (Suzhou) International Electronic Commerce comprehensive experimentation area construction. Based on this background, this paper makes an objective analysis of the current situation and problems of Suzhous e-commerce development, and then puts forward some countermeasures and suggestions to promote the development of e-commerce in Suzhou from the reality of Suzhou. Keywords E-commerce industry Present situation Problems and Countermeasures 目 目 第 1 章 绪论7 1.1 本课题研究的背景7 1.2 选题目的7 1.3 选题意义7 1.4 预期目标8 1.5 研究方法8 1.6 研究步骤8 第 2 章 苏州零售实体商店现状9 2.1 苏州零售实体商店基本情况9 2.2 苏州零售实体商店受到的冲击12 2.1.1 价格冲击12 2.1.2 产品冲击13 2.1.3 渠道冲击13 2.1.4 促销冲击13 2.5.5 服务冲击14 2.5.6 客户行为冲击14 第 3 章 苏州实体店应对电商冲击采取的转型策略17 3.1 产品结构策略17